NEW YORK: The Mexican Tourism Board has given AOR Ogilvy Public Relations a new assignment: create a communications strategy touting Mexico as a luxury travel destination.

NEW YORK: The Mexican Tourism Board has given AOR Ogilvy Public Relations a new assignment: create a communications strategy touting Mexico as a luxury travel destination.

The WPP Group agency, which has served as global AOR for the tourism organization since 2011, will initially focus on the US, then Canada and Europe, said Jennifer Risi, head of Ogilvy's Media Influence group.

In the past, the firm's goal was to “make Mexico a destination of choice for consumers” and diversify its consumer target beyond North America to Latin America, Europe, and Asia, she said. That will remain a cornerstone of Ogilvy's efforts, Risi added.

With a team of 10 staffers on the account, Risi said the agency will expand its outreach to style and luxury media from travel and trade press to promote Mexico as a tourism destination.

Ogilvy kicked off the initiative with an event at South by Southwest Interactive in partnership with Forbes. The event, which celebrated a “30 Under 30” panel of creative and entrepreneurial business professionals, included luxurious activities such as massages and exotic foods.

Going forward, Ogilvy will work to partner the country with luxury brands and leverage celebrity influencers. The firm is also planning to launch a Pinterest page for the Tourism Board, said Risi.

With Mexico's war on drugs in the news, Risi said the agency will continue to educate consumers and media around the world about why the country is safe to visit. She said the team will also work with business owners in Mexico and celebrities who have visited the country to have them tell their stories.

Gerardo Llanes, CMO of the Mexico Tourism Board, said in an emailed statement that “Mexico is a must-visit luxury destination. We have some of the most beautiful beaches and fantastic restaurants in all the world.”